The applications for video marketing in business are almost limitless. Just some are outlined in our Marketing with Video section. There are four key stages to the production of any video programme…

1. Getting the message right: The most important part of the process

   In the business they call it ‘Pre-production’.

   It really comes down to ‘fact-finding’: Together we discuss the objectives of the production. Expect us to challenge you!

   Definition:

   What is the key message? What format, style, creative approach will work best?

   Proposal:

   We submit a detailed proposal with our recommendations and costs. This may include an outline shooting script that forms the basis of the production.

   Refinement:

   The shooting script is amended and developed in response to your input.

2. Capturing the content: The ‘shoot’

   Also known as ‘The production’.

   Video shoots can be lengthy and sometimes stressful. Interruptions may come from the weather, external noises (such as planes circling overhead – strange how they seem so attracted to video cameras) or even intrigued members of the public waving at the camera. Whatever gets thrown at them, our crews will be consummate professionals and work swiftly, causing minimal disruption, and most of the time with a smile on their faces.

3. Putting it all together: The time consuming, behind-the-scenes work

   In Soho and Hollywood this is known as ‘Post-production’.

   It’s where we make sense of it all. This begins with a process called ‘Digitizing’. Following the shoot, all the rushes will be loaded onto the media drives of our edit suite.

   Editing:

   It is then a case of literally building the programme shot by shot, until the story is complete. Next the editor will work through this first cut, adding mixes and other effects, laying music, possibly an audio commentary, adding captions, animations and titles and tweaking the audio to create something close to the finished product.

   Approval:

   At this stage you will be able to see the work in progress – of course this can easily be achieved over the web. We will then discuss any necessary amendments.

   Final edit:

   Agreed changes are carried out followed by a final sound dub (smoothing out sound levels and getting rid of any intrusive noises-off) and grading (adjusting the colours or brightness), ready for a final client sign off.

4. Publishing: Making your video available

   Encoding:

   If it is planned to use your video online, the approved programme will now be encoded to a Flash Video file (or alternative format if you prefer) before uploading to the server. This will generate a piece of HTML code for you to include on your website or a url for your email campaign.

   High resolution copy:

   You will also receive a complimentary CD or DVD containing a high resolution copy of the programme to use in other environments such as PowerPoint presentations, or to run on a large screen at an exhibition, for example.

   Backup and archiving:

   The media will be archived on our system in case there is a need to update or change the programme in some way.